Tuesday, April 16, 2013

Disney Channel India Engages The Entire Family With 'Jet Set 2'

Summers have always held a special significance for kids’ channels
owing to the fact that summer programming implies an increase of around
15 per cent to 20 per cent in viewership. With the advent of vacations,
players in the kids’ space are keen to garner maximum market share
through different activities that will help engage their target audience
in every possible manner.

To tap the vacation season, Disney Channel India is all set to launch
‘Jet Set 2’, the second chapter of their earlier campaign ‘Jet Set Go’,
which was introduced in the summer of 2012. It may be recalled that last
year the channel has joined hands with Jet Airways to fly 33 kids and
their families from 24 towns across India to Hong Kong Disneyland.

Elaborating on the core objectives of the campaign, Vijay Subramaniam,
Executive Director, Kids Network, Disney-UTV stated, “Through the second
chapter, we wanted to bring another magical and a ‘money cannot buy
experience’ to the kids and their families. There are two primary
reasons why we are going ahead with ‘Jet Set 2’. The first reason is
because of the huge popularity that it enjoys and the success in
delivering a compelling experience through the perfect amalgamation of
right Disney elements. The second reason is because it is important
strategically to demonstrate what Disney as a channel stands for.”

Key elements

‘Jet Set 2’, which has been launched on April 13, 2013 aims to bring
back last year’s excitement, coupled with some new elements for greater
engagement. According to Subramaniam, Disney Channel India’s philosophy
is to provide kid-centric family engagement through the concept of
airing wholesome family entertainment.

Disney Channel has added few interesting elements to increase the
chances of winning. The channel will have 90 unique numbers to keep the
engagement levels up. Kids can refer a friend and earn bonus points both
for themselves as well as their friends. One can earn up to 300 bonus
points for three successful referrals and the Disney Channel loyal
viewers can earn up to 100 reward points for all the previous day’s
participation.

Apart from on-air promotions of the property, the channel will also
introduce a special branded plane, a ‘Jet Set 2’ inspired designer line
by Indian designers and a two-day holiday at Hong Kong Disneyland.

Game plan

Subramaniam believes that the property is an interesting veneer, which
will present holistic opportunities for kids. It is essentially a
commitment to create a compelling experience for the viewers and an
opportunity to celebrate summer with Disney. The game plan has been kept
simple since the property pertains to kids. ‘Jet Set 2’ will run for 30
days, wherein each day one family will be declared a winner.

As part of the game plan, kids can enter by
watching Disney Channel from April 13, 2013 for a month and spotting an
animated Disney branded Jet Airways aircraft which will appear on the
screen. Children can accumulate points each time they spot the aircraft
by dialing a toll-free number flashing on the screen, free of cost, and
leaving a missed call. Those who spot the aircraft the maximum number of
times per day earn the maximum points and at the end of each day, the
highest scorer will be announced as the winner on Disney Channel. One
winner will be picked each day with the winners and their families going
to Hong Kong Disneyland Resort for a two-day Disney experience.